Project Description

The two main characteristics that I will be focusing on for how new media has affected advertising are: interactivity and "digitality".  These two areas have significantly changed the way advertisers reach their audience as well as how the audience views the ads.  From that, there are three classifications of new media advertising: 1.) intrusive, where the viewer is interrupted (ex: pop-up ads).  2.) non-instrusive, where the viewer chooses to receive the message (ex: streaming video/audio) and 3.) user-generated, where the viewer actually creates the communication (ex: product ratings and recommendations).  New media has focused on creating brand personalities that consumers associate with the product, thus connecting on a deeper, more personal level (i.e. make them feel special).  A few experimentations within the new media era include: internet ads, video game product placement, M-commerce, pod-casting, social networking sites, and "buzz"/viral/word of mouth marketing.  Although new media has opened several opportunities for advertisers, it has created problems as well.  For example, now marketers need to come up with numerous, small, great ideas instead of just one, big, great idea.  Furthermore, it is much more difficult to measure the effectivess of the ad, plan a budget, and control communication of the message (i.e. negative product reviews by consumers).  However, when all is said and done though, the mail goal of advertising remains unchanged: Attract attention and deliver value.  If you can't complete step 1, you will not see success.  New media has allowed for cheaper experimentation of consumer satisfaction due to the low cost of Internet advertising.  Now, companies can test their campaigns online and receieve feedback before spening a vast amount on an expensive TV commercial or magazine ad.  Additionally, they also can receive feedback virtually instantly.  This notion of "instant" gratification is another area I will research, as it is both beneficial for the marketer as well as the consumer.